Pilot Study

In order to further assess the content validity of the instrument two pilots were conducted – one in Greece and one in the UK – consisting of university students.

Pilot studies offer advantages in terms of generating measurement items.

Having people discussing together in a group, produces a wider range of information, insight and ideas compared to private interviews (Malhotra and Birks, 2003). Pilot study discussions ensure clarity of statements and comprehension of construct measurement. They also help to reveal the adequacy of the statements that measure the model constructs and to avoid unclear terms and ambiguities. Furthermore, according to Craig and Douglas (2000) when a construct and its associated measures are applied in different research settings, particular attention should be paid to whether it is applicable and equivalent of a similar nature to the different settings. Therefore, it was important to

check whether the constructs that were created with the help of the literature review were applicable for both Greece and the UK.

For this reason, two separate pilot studies were conducted, one for each country case. According to Miles and Hubermean (1994) exploratory investigations are less concerned with reaching a group of subjects that represent the target population.

Therefore, participants were recruited on the basis of convenience criteria. Ten students of a Greek Business School and nine of a UK School of Social Sciences were used as the sample population for each country case. This is in accordance with Churchill’s (1979) suggestion of pilot studies consisting ideally of 8-10 respondents. For the details of the respondents see Tables 5.2 and 5.3 for the Greek and UK sample respectively.

Table 5.2: Details of the Greek Pilot Study

Target Population Sampling Units Greek Universities Sampling Elements University Students

Sampling Technique Convenience Sampling of Students

Sample Size Required 8-10

Sample Size Used 10

Participants Profile Number Percentage

Sex Male 4 40%

Female 6 60%

Age 18-22 6 60%

23-26 3 30%

27 and above 1 10%

Table 5.3: Details of the UK Pilot Study

Target Population Sampling Units UK Universities Sampling Elements University Students

Sampling Technique Convenience Sampling of Students

Sample Size Required 8-10

Sample Size Used 9

Participants Profile Number Percentage

Sex Male 5 55.5%

Female 4 44.5%

Age 18-22 5 55.5%

23-26 3 33.3%

27 and above 1 11.2%

The narrative data from the pilot study discussions was prepared for analysis by turning the raw data (stored in audio-tapes) into processed data (write-ups) in order to be easily analysed (Tashakkori and Teddlie, 1998). Following Procter (1997), transcribed notes and key words from the recording were analysed from the written text.

Such an analysis could have utilised specific software programmes like NVivo to provide a useful aid in filling and indexing the data in order to identify relationships between the themes (Silverman, 1993). However, since the pilot involved a very small number of participants, computer software was not deemed as necessary. Each of the respondents completed the initial version of the questionnaire and provided general feedback about the process (e.g. time of completion, clarity of arguments and wording of measures). In general, the respondents found that the questionnaire was clear, easy to comprehend and easy to complete. Following that, specific comments regarding minor modifications to the instrument were made. These are described analytically below.

Both pilot studies, found item’s 3.1 wording as unclear and confusing.

Specifically, when the researcher mentioned this item a student asked the following question:

What is the meaning of the phrase “within my control”. I don’t seem to understand it.

(UK University, Participant No. 3)

The researcher asked the rest of the respondents if they felt the same and most of them suggested that the term “within my control” was not something they could comprehend.

The researcher explained the term in accordance to the TPB Perceived Behavioural Control idea and after a discussion all students agreed that the question should be posed differently. For that reason, following Taylor and Todd (1995 a) the wording of item 3.1 have changed as follows: “I have the resources, knowledge and ability to buy CDs from bricks-and-mortar stores”. After that modification all participants felt that the question was easy to understand and were able to answer it.

On the same line, both pilot studies had problems differentiating among the terms “harmful/beneficial”, “bad/good” etc., that were used in order to capture the Attitude construct. Particularly, a student commended as follows:

I really can’t realise the difference between having a “positive attitude” and a

“favourable attitude”.

(Greek University, Participant No. 9) On the same line another student commended:

For me good and favourable attitude means exactly the same.

(UK University, Participant No. 2)

This point was also raised from the experts and was described in the previous section.

The new items for the Attitude construct, adopted from Taylor and Todd (1995a) and Kong and Lee (2002) include end points ranging from the “strongly disagree – strongly agree”.

Most participants from both pilot studies required a further explanation with regards to the “quality” term in items 4.2 (The music files provided by Internet music stores have better quality than those available from P2P sites) and 4.5 (If MP3 music files were of a lesser quality, I would be more likely to buy a CD from a bricks-and-mortar store than download it). Specially a student stated:

What do you mean with the term quality in this question? Is it referring to the song’s quality?

(Greek university, Participant No. 6)

This was clearly an omission since items 4.1, 4.3 and 4.4 indicate clearly that the questionnaire is concerned about the quality of sound. Therefore, items 4.2 and 4.5 were rephrased in order to include the word “sound” before quality.

From the Greek pilot study the following minor points were raised. First, the participants demanded to include in the list of possible music genres an additional category, that of “Greek Popular Music”. Also, they asked for the income levels to be stated in monthly terms (which is most common in Greece) instead of annual terms (most common in the UK).

Similarly, from the UK pilot study, the participants suggested to change the appearance of questions 7-10 by highlighting in bold the various music channels that these questions were referring to. They also suggested adding in a line, the name of their preferred artist/band before the questions of the “Idolatry” construct, in order to associate their responses to their actual favourite artist/band.

Based on the results of this preliminary exploratory analysis, items were modified as described above from both experts and pilot studies comments. Table 5.4

presents the modified set of items, after face validity together with item codes for short description.

Table 5.4: Constructs and Measurement Items After Face Validity

Construct Item Wording Code

Attitude

Bricks-and-mortar Stores

Buying CDs from bricks-and-mortar stores is a good idea. ATTB1

Buying CDs from bricks-and-mortar stores is a wise idea. ATTB2

I like the idea of buying CDs from bricks-and-mortar stores. ATTB3

Buying CDs from bricks-and-mortar stores would be pleasant. ATTB4

Street Vendors

Buying CDs from illegal street vendors is a good idea. ATTS1

Buying CDs from illegal street vendors is a wise idea. ATTS2

I like the idea of buying CDs from illegal street vendors. ATTS3

Buying CDs from illegal street vendors would be pleasant. ATTS4

Internet Music Shops

Buying music from Internet music shops is a good idea. ATTD1

Buying music from Internet music shops is a wise idea. ATTD2

I like the idea of buying music from Internet music shops. ATTD3

Buying music from Internet music shops would be pleasant. ATTD4

P2P Sites

Downloading music from P2P sites is a good idea. ATTP1

Downloading music from P2P sites is a wise idea. ATTP2

I like the idea of downloading music from P2P sites. ATTP3

Downloading music from P2P sites would be pleasant. ATTP4

Subjective Norm

Bricks-and-mortar Stores

My friends think that buying CDs from bricks-and-mortar stores is a good idea. SNB1

My family members think that buying CDs from bricks-and-mortar stores is a good idea. SNB2

Musicians who I respect would expect me to buy from bricks-and-mortar stores. SNB3

If I buy music CDs from bricks-and-mortar stores, most people who are important to me would approve. SNB4

Most people who influence my behaviour think that I should buy music CDs from bricks-and-mortar stores. SNB5

Street Vendors

My friends think that buying counterfeit CDs from street vendors is a good idea. SNS1

My family members think that buying counterfeit CDs from street vendors is a good idea. SNS2

Musicians who I respect would expect me to buy counterfeit CDs from street vendors. SNS3

If I buy music CDs from street vendors, most people who are important to me would not approve. SNS4

Most people who influence my behaviour think that I should not buy music CDs from street vendors. SNS5

Subjective Norm Internet Music Shops

My friends think that downloading from Internet music stores is a good idea. SND1

My family members think downloading from Internet music stores is a good idea. SND2

Musicians who I respect would expect me to download from Internet music stores. SND3

If I buy MP3 files from Internet music shops, most people who are important to me would approve. SND4

Most people who influence my behaviour think that I should buy MP3 files from Internet music shops. SND5

P2P Sites

My friends think that downloading from P2P sites is a good idea. SNP1

My family members think downloading from P2P sites is a good idea. SNP2

Musicians who I respect would expect me to download from P2P sites. SNP3

If I download music from P2P sites, most people who are important to me would not approve. SNP4

Most people who influence my behaviour think that I should not download music from P2P sites. SNP5

Perceived Behavioural Control

Bricks-and-mortar Stores

I have the resources, knowledge and ability to buy CDs from bricks-and-mortar stores. PBCB1

I can easily find bricks-and-mortar stores to buy the music CDs I want. PBCB2

I know many bricks-and-mortar stores that sell the music CDs I want. PBCB3

Street Vendors

I have the resources, knowledge and ability to buy counterfeit CDs from street vendors. PBCS1

I can easily find street vendors to buy counterfeit CDs I want. PBCS2

I know many street vendors that sell counterfeit music CDs. PBCS3

Internet Music Shops

I have the resources, knowledge and ability to buy music from Internet music stores. PBCD1

I can easily find Internet music stores to buy the music I want. PBCD2

I know many Internet music stores that sell music. PBCD3

P2P Sites

I have the resources, knowledge and ability to download music from P2P sites. PBCP1

I can easily find P2P sites to download the music I want. PBCP2

I know many P2P sites that offer music for people to download. PBCP3

Price Quality of Music

Sound quality is an important factor when deciding to obtain music. PQM1

The music files provided by Internet music stores (e.g. iTunes) have better sound quality than those available from P2P sites. PQM2

CDs from bricks-and-mortar stores have better sound quality than counterfeit CDs. PQM3

CDs from bricks-and-mortar stores have better sound quality than MP3 files from P2P sites. PQM4

If MP3 music files from Internet music stores were of a lesser quality, I would be more likely to buy a CD from bricks-and-mortar stores. PQM5 Price of Legitimate

Music

I believe that digital MP3 files are overpriced. PLM1

I believe that music CD’s are overpriced. PLM2

A rise in the price of music CDs would lead me to engage more in music piracy. PLM3

A rise in the price of MP3 files from Internet music stores would lead me to engage more in music piracy. PLM4

Perceived Benefits of Piracy

Downloading MP3 files from P2P sites saves me a lot of money. PBP1

Buying counterfeit CDs from street vendors saves me a lot of money. PBP2

Downloading MP3 files from P2P sites saves me a lot of time. PBP3

Buying counterfeit CDs from street vendors saves me a lot of time. PBP4

If I pirate music, I would possess a larger music collection. PBP5

If I pirate music, it would be easier to obtain rare songs/albums. PBP6

Perceived Likelihood of Punishment

It is very likely that someone who downloads illegally MP3 files from P2P sites would be caught and prosecuted. PLP1

It is very likely that someone who buys counterfeit CDs from street vendors would be caught and prosecuted. PLP2

It is very easy for law enforcement authorities to identify owners of illegal MP3 files. PLP3

It is very easy for law enforcement authorities to identify buyers of counterfeit CDs. PLP4

I do not think that I would get caught, if I buy counterfeit CDs. PLP5

I do not think that I would get caught, if I download from P2P sites. PLP6

Idolisation

I like to discuss with my friends the activities of my favourite singer/band. IDL1

Attending concerts of my favourite singer/band is wonderful. IDL2

I like to talk with those who also like my favourite singer/band. IDL3

It is very interesting to know the daily life of my favourite singer/band. IDL4

I like to watch or hear the news about my favourite singer/band. IDL5

I like to follow the news on Twitter and/or Facebook about my favourite singer/band. IDL6

Intention

Bricks-and-mortar Stores

In the future, I will buy music CDs from bricks-and-mortar stores for myself. INTB1

In the future, I will buy music CDs from bricks-and-mortar stores for my friends and family. INTB2

I will recommend my friends and family to buy music CDs form bricks-and-mortar stores. INTB3

Street Vendors

In the future, I will buy counterfeit CDs from street vendors for myself. INTS1

In the future, I will buy counterfeit CDs from street vendors for my friends and family. INTS2

I will recommend my friends and family to buy counterfeit CDs from street vendors. INTS3

Internet Music Shops

In the future, I will buy music from Internet music stores for myself. INTD1

In the future, I will buy music from Internet music stores for my friends and family. INTD2

I will recommend my friends and family to buy music from Internet music stores. INTD3

P2P Sites

In the future, I will download music from P2P sites for myself. INTP1

In the future, I will download music from P2P sites for my friends and family. INTP2

I will recommend my friends and family to download music from P2P sites. INTP3

In document Explaining consumers' music preferences in a multi-channel framework :bthe case of music piracy (Page 146-155)